The bulk of BuzzFeed's analysis is based off leaked documents pertaining to three markets--Detroit, Houston, Denver--during two- or eight-week periods in 2015. (You can read more about their methodology here.) BuzzFeed found that after expenses, Detroit drivers make $8.77 per hour, Houston drivers make $10.75 per hour, and Denver drivers make $13.17 per hour.

It's possible that the data BuzzFeed obtained (which included only three markets) isn't representative of most Uber markets. However, the discrepancies between what Uber claims its drivers make and what BuzzFeed found are so large that they can't entirely be explained away by the dataset's small size.

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More likely, the difference between the two narratives is that Uber promotes gross wages, not net wages, in its advertisements. And not accounting for drivers' expenses (or Uber's commission fees) makes a huge difference on how driver wages can be presented, which BuzzFeed noted.

According to the calculations provided to BuzzFeed News, the cost of gas, vehicle depreciation, and insurance can eat up roughly a quarter of drivers' gross pay. The data suggests that expenses amount to roughly 22% of full-time drivers' gross pay in Denver, 24% in Houston, and 31% in Detroit.

BuzzFeed's reporting might force Uber to be more forthcoming in its driver ads. But as Airbnb and the NFL have shown us, most Americans often sidestep ethical conundrums with ease when it comes to convenience.

As long as Uber keep supplying the rides, people will keep riding regardless of how hard they wring their hands. But what's uncertain, is whether or not these findings will significantly affect Uber's labor pool.